♪ CRYSTAL: HELLO EVERYBODY, NOT ON GREATER BOSTON A NEW DOCUMENTARY TAKES US INSIDE OF THE FIRST DAYS OF RUSSIA'’S WAR IN UKRAINE TO THE LENS OF JOURNALISTS TRAPPED IN THE BESIEGED CITY OF MARIUPOL.

TWO OF THE FILM'’S PRODUCERS JOIN ME.

THE HOLIDAY SHOPPING SEASON COMES EARLIER EACH YEAR.

HOW CAN SMALL BUSINESSES KEEP UP WITH THESE MASSIVE DEALS?

♪ UKRAINE'’S WAR AGAINST RUSSIA IS HEADING INTO ITS SECOND WINTER AND PRESIDENT VOLODYMYR ZELENSKYY IS WARNING UKRAINIANS TO BRACE FOR MORE TAX ON NATIONAL INFRASTRUCTURE.

THIS IS AS RUSSIAN FORCES RAMP ATTACKS IN EASTERN UKRAINE.

FOR THE UKRAINIAN PEOPLE IT HAS BEEN A LONG 21 MONTHS SINCE THE WAR BEGAN.

A NEW FROM MY DOCUMENTARY TAKES A LOOK AT THE VERY BEGINNING -- A NEW FRONTLINE DOCUMENTARY TAKES A LOOK AT THE VERY BEGINNING IN MARIUPOL WHERE RUSSIA BEGAN THE INVASION.

>> SOMEBODY TOLD ME THAT WAR DOES NOT START WITH EXPLOSIONS.

IT STARTS WITH SILENCE.

RUSSIANS HAVE ENTERED THE CITY.

THE WAR HAS BEGUN.

WE HAVE TO TELL ITS STORY.

CRYSTAL: 20 DAYS IN --20 DAYS IN MARIUPOL FOLLOWS REPORTERS TRAPPED IN MARIUPOL, WITNESSING THE HORRORS THAT THEY WITNESSED THEIR.

WE HAVE RANEY ARONSON-RATH AND MICHELLE MIZNER .

THANK YOU FOR BEING WITH US.

I SCREAMED THE PREVIEW -- SCREENED THE PREVIEW, IT IS SOME POWERFUL DOCUMENTARY WORK HERE.

IT LEAVES YOU HAUNTED.

MICHELLE, I WOULD LOVE TO START WITH YOU.

THIS EXPERIENCE, THE STORY LINES THAT TIED TOGETHER, THE CONNECTIONS THAT ARE BEING FORMED AS THIS ALL WAS HAPPENING IN THE VERY BEGINNING IS SO EXTRAORDINARY.

TALK TO ME ABOUT PUTTING TOGETHER THIS PIECE OF THIS STORY THAT WE WILL HEAR FOR YEARS TO COME?

MICHELLE: THE WAY THAT FRONTLINE BECAME INVOLVED WITH THIS FILM AT THE VERY BEGINNING OF THE INVASION, RANEY WAS WATCHING THE FILM COMING IN FROM AN ASSOCIATED PRESS A JOURNALIST WHO WAS UKRAINIAN AND HAS BEEN COVERING THIS WAR FOR THE PAST 10 YEARS.

HE KNEW MARIUPOL WAS GOING TO BE A PLACE THAT THE SEAS WOULD BE.

THAT THERE WOULD BE A LOT OF CONFLICT.

HE WENT THERE WITH THE TEAM.

THEY COVERED THE FIRST DAYS.

WE SAW THE HOSPITAL BOMBING.

WE ALL REMEMBER THE MATERNITY WARD, IMAGES OF THE VICTIMS.

RANEY THOUGHT THIS COULD BE A FILM, FRONTLINE HAS A STANDING RELATIONSHIP WITH THE ASSOCIATED PRESS.

SHE REACHED OUT TO THEM AND STARTED DISCUSSING WHO MADE THESE IMAGES?

WHO WAS BEHIND THE CAMERA?

THAT IS HOW WE WERE CONNECTED WITH THE DIRECTOR OF THE FILM.

CRYSTAL: TALK TO ME ABOUT SEEING THESE IMAGES AND THEN PUTTING THEM TOGETHER IN A STORY THAT FOLKS CAN UNDERSTAND WHAT IS HAPPENING.

SO MANY OF THE PEOPLE IN THIS PIECE SAY ROLL THE CAMERAS, I AM GLAD YOU ARE HERE.

TELL OUR STORY.

RANEY: THAT WAS REMARKABLE.

SO MANY PEOPLE WANTED THEIR STORIES TO BE TOLD AND THERE WAS A TENSION WITH THE FILMMAKER AND THE REPORTERS ON THE GROUND TOO.

WE WERE SEEING THESE IMAGES.

I THOUGHT THERE WAS SOMETHING REALLY EXTRAORDINARY COMING OUT OF MARIUPOL IN TERMS OF THE COMPOSITION AND THE WAY THE STORIES ARE BEING TOLD.

THE FOOTAGE WAS REALLY REMARKABLE.

WE WERE ALL RESPONDING TO IT.

THAT WAS THE FIRST IDEA.

THERE WAS A DOCUMENTARY HERE.

MICHELLE WAS THE PERSON I HAD IN MIND TO COLLABORATE WITH THE DIRECTOR BECAUSE SHE IS AN INCREDIBLE EDITOR.

THE MAGIC HAPPENS IN THE EDITING ROOM BETWEEN THE EDITOR, PRODUCER, AND THE DIRECTOR.

THAT COLLABORATION IS THE KEY TO THE BEST FILMS THAT WE HAVE.

THIS IS WHAT HAPPENED.

MICHELLE AND THE DIRECTOR HIT IT OFF VERY WELL AND SPENT MONTHS TOGETHER COLLABORATING.

I WAS INVOLVED TOO.

IT IS ABOUT LOOKING AT WHAT ARE THE MOST SEMINAL STORIES WE SHOULD BE TELLING?

IN A SITUATION LIKE THIS WE THOUGHT MARIUPOL WOULD HAVE STAYING POWER, WE THINK IT DOES, IT IS IMPORTANT FOR IT TO BE IN THE WORLD TODAY.

IT IS REALLY DOCUMENTING SOMETHING, THEY WERE THE ONLY REPORTERS ON THE GROUND.

IT IS REALLY UNIQUE.

IT IS EXTRAORDINARY THE ACCESS THAT THEY HAD.

CRYSTAL: ABSOLUTELY.

I WANT TO GO AHEAD AND PULL IN A CLIP FROM THE BOMBING OF A MATERNITY HOSPITAL.

THE IMAGES HERE, WHO WANT TO WARN EVERYONE WOULD BE DISTURBING -- WE WANT TO WAN EVERYONE COULD BE DISTURBING.

[SPEAKING UKRAINIAN] ♪ CRYSTAL: WE ALSO KNOW THAT WE FOLLOWED THAT STORYLINE THROUGH THE DOCUMENTARY.

LIKE SO MANY CHILLING STORIES THAT ARE TOLD HERE AND CONTINUE TO BE TOLD, THEY ARE HAPPENING TO FOLKS.

IT HAS A SAD OUTCOME.

WHEN PUTTING TOGETHER SOME OF THESE PIECES OF VIDEO, WHEN IT IS WARTIME THERE IS SO MUCH TO COVER.

THERE IS SO MUCH TO SIFT THROUGH.

I AM FALAFEL OF HOW DO YOU CHOOSE WHICH CONNECTIONS TO MAKE FOR FOLKS -- I AM CURIOUS OF HOW YOU CHOOSE WHICH CONNECTIONS TO MAKE FOR FOLKS?

YOU DO NOT KNOW WHERE THINGS ARE GOING TO GO?

MICHELLE: THAT WAS THE INCREDIBLE PART OF WORKING ON THIS PROJECT BECAUSE HE DID NOT KNOW.

HE WAS FILMING FOR ULTIMATELY A DOCUMENTARY WHILE HE WAS THERE.

HE STARTED HAVING AN IDEA THAT THIS FOOTAGE WAS SO IMPORTANT.

IT WAS GOING TO DOCUMENT A CITY THAT WAS ESSENTIALLY LEVELED IN A MATTER OF DAYS.

THE PEOPLE THERE AND WHAT HAPPENED TO THEM.

IT WOULD BE A PART OF HISTORY.

HE KEPT RECORDING AND BROUGHT IT BACK AND WE LOOK AT THE FOOTAGE AND WE TALKED ABOUT WAS THE UNIFYING WAY TO EXPLORE AND TELL THE STORIES.

WE ENDED UP FINDING THAT HE WAS A GOOD PERSON TO HELP US NAVIGATE THIS REALLY DIFFICULT SPACE.

ALSO HE WAS SOMEBODY BECAUSE HE WAS SOMEBODY FROM THE UKRAINIAN COMMUNITY AND ALSO A JOURNALIST, THEY ASKED HIM TO KEEP FILMING.

THERE IS AN INCREDIBLE MOMENT WHERE A DOCTOR IN THE MIDDLE OF A VERY INTENSE MOMENT BEGS HIM PLEASE COME IN, KEEP FILMING.

IT IS GOOD THAT THE PRESS IS THERE.

HE KEPT FILMING.

CRYSTAL: ABSOLUTELY.

YOU SEE THAT AS A RECURRING THEME.

THERE IS A POLICE OFFICER A FEW MOMENTS AFTER WE SEE THE VIDEO, A POLICE OFFICER THAT SAYS INTERVIEW ME, ASK ME QUESTIONS.

HE WANTS TO DO IT AGAIN IN ENGLISH.

I THINK ABOUT THE URGENCY THAT IS BEING FELT THERE TO GET THE STORY OUT.

DID YOU FEEL THAT WHEN SEEING THE VIDEO HELPING PUT IT TOGETHER?

RANEY: YOU CERTAINLY FELT EVERYONE WHO THEY WERE FILMING OR IN SUCH DISTRESS THAT THEY HAD NO ONE TO TURN TO -- FILMING WERE IN SO MUCH DISTRESS THAT THEY HAD NO ONE TO TURN TO.

THEY ARE ISOLATED, THEY ARE BARRICADED IN.

THEY DO NOT HAVE THE OUTSIDE WORLD.

REMEMBER, ALL OF THAT IS VERY ISOLATING FOR THEM.

THE IDEA THAT THEY COULD TELL SOMEONE THEIR STORY, EVEN TO MAKE SURE THAT THEIR LOVED ONES ON THE OUTSIDE KNOW THAT THEY WERE OK WAS POWERFUL.

MICHELLE STARTED TO TALK TO ME ABOUT THIS INSIDE OUTSIDE FEELING, YOU ARE INSIDE MARIUPOL , BUT THE TECHNIQUE OF ACTUALLY GOING OUT WITH THE NEWS, HAVING A MOMENT TO SEE THESE MOMENTS, THESE NEWS STORIES HAVING AN IMPACT HELPING YOU THROUGH THE DOCUMENTARY BECAUSE YOU REALIZE THEY WERE NOT ALL ALONE IN THE SENSE THE STORIES WERE GETTING OUT.

THAT IS A TESTAMENT TO THE DIRECTOR, FINDING THE ONLY SIGNALS HE COULD FIND TO GET THE NEWS OUT.

THERE WAS A FEELING OF URGENCY.

CRYSTAL: WE ALSO HAVE ANOTHER PIECE OF TAPE WHICH WE ARE TALKING ABOUT THE INSIDE AND OUTSIDE FEELING, DOCUMENTING WHAT IS HAPPENING IN REAL TIME.

MAKING SURE PEOPLE HEAR THESE STORIES.

THIS IS FROM THE AP JOURNALIST, THEY ARE SEEING RUSSIA INVADE.

>> THIS IS THE FIRST TIME I SAW THE RUSSIAN SIGN.

THE HOSPITAL IS SURROUNDED.

DOZENS OF DOCTORS, HUNDREDS OF PATIENTS, AND US.

CRYSTAL: INCREDIBLE ACCOUNT THERE.

BEING ON THE GROUND AS THIS WAS HAPPENING, WHAT YOU BOTH HAVE REALLY NAILED IS THE JOURNALIST IS LIVING THIS WITH THE PEOPLE THAT HE IS DOCUMENTING WHILE THIS IS HAPPENING IN REAL TIME.

THIS DOES NOT GIVE TOO MUCH AWAY BUT WE KNOW THAT HE HAS A FAMILY AND HE ALSO REFLECTS.

THAT IS SO IMPORTANT BECAUSE AS JOURNALISTS WE DO NOT ALWAYS REFLECT IN REAL TIME AS WE ARE DOING THIS DOCUMENTING OF WHAT IS HAPPENING.

I THINK THAT IS A POWERFUL PIECE OF THIS MOVIE.

MICHELLE: I THINK THE DIRECTOR WAS INTERESTED IN MAKING SURE THAT THE FILM WAS NOT ABOUT HIM.

HE WAS ALSO WILLING TO BE THE PERSON WHO WE COULD BE ALONGSIDE AS WE WERE TAKING IN THESE EVENTS.

HE FELT SO COMMITTED TO MAKING SURE THAT SOMETHING THAT -- THINGS THAT ARE POTENTIAL WAR CRIMES WHERE SHARED, AND ONLY DOCUMENTED AND SHARED IN THE NEWS CLIPS THAT HE WAS SENDING OUT IN REAL TIME, BUT ALSO THAT THEY WOULD BE A PART OF HISTORY.

AND IT IS A CONFLICT THAT IS ONGOING AND A WAR THAT IS ONGOING AND MARIUPOL IS A CITY THAT PEOPLE STILL LIVE IN.

PEOPLE ARE UNDER RUSSIAN OCCUPATION NOW.

THE STORY GOES ON.

THOSE WHO HAVE BEEN DISPLACED OR LIVING IN OTHER PARTS OF UKRAINE ALL OVER THE WORLD.

THEY HAVE SEEN THIS FILM.

THEY HAVE FELT THE TEAM AND THE OTHER JOURNALISTS WHO WERE WITH THE DIRECTOR IN MARIUPOL HAVE BEEN ABLE TO WATCH THE FILM FROM MARIUPOL AND THEY FELT LIKE IT HAS BEEN A CATHARTIC EXPERIENCE, ALMOST TO FEEL LIKE THEIR STORY IS BEING TOLD.

THEIR STORY IS BEING SEEN.

IT IS SO MEANINGFUL TO SHARE IT ON PBS AND WHAT FRONTLINE WHEN ERRORS -- AND FRONTLINE ON NOVEMBER 21.

CRYSTAL: THIS IS COMING OUT WHEN THERE IS ANOTHER CONFLICT IN GAZA.

THAT AREA IN THE AREA OF THE GAZA STRIP.

THESE IMAGES LOOK SIMILAR TO FOLKS WHO ARE AT HOME IN DIFFERENT CONFLICTS.

NOW THIS IS COMING OUT AND THE TIMING OF WHEN IT COMES OUT, DO YOU THINK IT GIVES THE AUDIENCE THE BOOST TO THINK MORE ABOUT THIS?

SOMETIMES CONFLICTS GO AND COME ACCORDING TO WHAT THE ZEITGEIST IS WHAT PEOPLE ARE THINKING ABOUT?

THIS IS STILL HAPPENING?

RANEY: THE WAR AND CONFLICT IN UKRAINE IS ONGOING.

THIS WHOLE YEAR, STARTING AT SUNDOWN SINCE THEY HAVE BEEN RESPONDED TO THE SECULARITY OF MARIUPOL AS A MOMENT, PEOPLE HAVE BEEN EXPRESSING GRATITUDE THAT WE DOCUMENTED IT AND MADE A DOCUMENTARY OF IT.

DOCUMENTARIES ARE OF THE CURRENT CONFLICT FOR SURE, THE MORE WE CAN DO ORIGINAL FARE JOURNALISM AT THE DOCUMENTS WHAT IS ACTUALLY HAPPENING WITH CONTEXT, THE BETTER WE WILL ALL BE.

IDEAL UNDERSCORE CONTEXT HERE.

-- I DO UNDERSCORE CONTEXT HERE.

HE TELLS THE STORIES OF THE MULTIPLE YEARS THAT CAME BEFORE, THE MARIUPOL INCIDENT.

THAT IS IMPORTANT TO THE DIRECTOR, THERE IS ALWAYS CONTEXT WHEN HE WAS TELLING THE STORY.

CRYSTAL: ABSOLUTELY, IT IS AN IMPORTANT FILM AND CERTAINLY ONE THAT WILL STAY WITH YOU.

THANK YOU SO MUCH FOR YOUR TIME.

WE APPRECIATE IT.

20 DAYS IN MARIUPOL PREMIERS ON NOVEMBER 21 AT 10:00 P.M.

RIGHT HERE ON GBH TWO ONLINE AND ON THE PBS APP.

SWITCHING GEARS NEXT UP, BLACK FRIDAY USED TO BE A SINGLE DAY OF DEALS, THEN THE DISCOUNT STARTED CREEPING INTO THANKSGIVING, THEN THE WHOLE HOLIDAY WEEK, NOW IT SEEMS LIKE THE ENTIRE MONTH OF NOVEMBER IS FULL OF BLACK FRIDAY SALES.

THIS YEAR RETAIL GIANTS LIKE WALMART, TARGET, AND BEST BUY HAVE ALREADY HAD DEALS UP FOUR DAYS MAKING IT THAT MUCH HARDER FOR MOM-AND-POP SHOPS TO COMPETE.

WHEN YOU FACTOR IN INFLATION WHICH IS THE RISING COST OF SUPPLIES AND SHRINKING CUSTOMER BUDGETS, HOW CAN SMALL BUSINESS OWNERS KEEP UP?

TO ANSWER THAT QUESTION, I AM JOINED BY NANCY NICOSIA , A COPARTNER OF THE SOLA WINTER FESTIVAL THAT CREATES OLIVE OIL FROM HER FAMILY AND MALIA LAZU, PART OF SMALL BUSINESS WRONG.

THANK YOU FOR BEING WITH US.

WHEN YOU SEE BLACK FRIDAY IT SEEMS LIKE BLACK FRIDAY, CYBER MONDAY, NOW IT SEEMS LIKE THE DEALS ARE ALL YEAR-ROUND.

HOW DO YOU THINK ABOUT THE HOLIDAY SEASON NOWADAYS?

NANCY: I DO THINK THAT DISCOURAGES AND HURTS SMALL BUSINESSES TREMENDOUSLY.

IT IS ONE OF THE REASONS THAT WE STARTED THE WINTER FESTIVAL, WE HAVE OPEN SUNDAYS THROUGH THE END OF OCTOBER AND IT ALWAYS FELT LIKE A LITTLE BIT OF A LET DOWN BECAUSE THEN THERE WAS NOT ANYTHING GOING ON UNTIL MAY.

WE DEVELOPED THE WINTER FESTIVAL TO FILL THE VOID AND THE ARTISANS AND SMALL BUSINESSES HAVE BEEN OVERLY EXCITED ABOUT IT.

THEY ARE ALL HAPPY TO BE THERE EVERY YEAR AND THEY KEEP COMING BACK.

NANCY: YOU SAY THAT SMALL BUSINESSES NEED TO STICK TOGETHER?

MALIA: I THINK THE MARKET IS A GREAT EXAMPLE OF THIS, HOW DO SMALL BUSINESSES COME TOGETHER TO SUPPORT ONE ANOTHER TO PROMOTE THE IDEA OF SMALL BUSINESS AS CHRISTMAS GIVING, APPROPRIATE GIFTS.

I THINK WE ARE STARTING TO SEE THAT, PEOPLE WANT TO BE ABLE TO SUPPORT SMALL BUSINESSES.

NO MAJORITY OF CONSUMERS WILL CREATE MORE -- PAY MORE FOR A PRODUCT THAT THEY CARE ABOUT.

PEOPLE CARE ABOUT SHOPPING LOCAL AND SUPPORTING LOCAL.

I THINK THE MORE THAT SMALL BUSINESSES CAN SUPPORT ONE ANOTHER IN TAKING ON THESE BIGGER COMPANIES, THE MORE SUCCESS THAT THEY WILL SEE.

CRYSTAL: MARKETING, ESPECIALLY HAVING SOMETHING HANDCRAFTED FROM SOMEONE WHO IS MAKING THESE REALLY HAS ITS OWN APPEAL RATHER THAN SOMETHING MASS-PRODUCED YOU BUY A BIG STORE?

NANCY: IT DOES.

WE HAVE SEEN A TREMENDOUS GROWTH IN YOUNG PEOPLE'’S INTEREST IN THAT SORT OF PRODUCT.

THEY WOULD RATHER BE BUYING SMALL GIFTS FOR A FRIEND OR A FAMILY MEMBER AND PAY EXTRA AND HAVE IT BE UNIQUE.

CRYSTAL: HOW HAS INFLATION AND FOLKS'’ BUDGET AFFECTED YOUR BUSINESS?

THE FOLKS AT THE MARKETPLACE?

NANCY: DURING COVID, WE ALL FELT THAT EFFECT.

SMALL BUSINESSES IN PARTICULAR.

THERE WAS ALSO A MOVE DURING THAT TIME TO SUPPORT LOCAL BUSINESSES.

IN SOME WAYS IT MAY HAVE BEEN A LITTLE HELPFUL.

CRYSTAL: I AM THOUGHTFUL OF LIKE , SOMETIMES IT IS EASY TO JUST SHOP ONLINE FOR THE BIG BOX STORES.

IT IS ALSO AN EXPERIENCE WHEN YOU GO TO A SMALL, LOCAL SHOP.

DO YOU THINK FOLKS ARE OPTING TO HAVE THE EXPERIENCE OF SHOPPING AGAIN NOW THAT WE ARE A YEAR REMOVED FROM THE PANDEMIC?

MALIA: ABSOLUTELY, PEOPLE ARE SEEING THESE MARKETS, THE WINTER MARKET, OTHER ARTISANS DO MARKETS, THERE IS ALSO LARGE COMPANIES, I KNOW STATE STREET IS A MARKET WITH SMALL WOMEN AND MINORITY BUSINESSES.

THERE IS THE IDEA OF COMING TOGETHER AND GETTING SOME HOT COCOA AND FINDING OUT ABOUT THE OLIVE OIL.

THEN, WHEN YOU PASS IT ONTO TO YOUR FRIEND, YOU ARE A CONNOISSEUR, YOU CAN SAY THIS WAS THE SPECIAL KIND OF -- STORIES MATTER.

NARRATIVES MATTER.

ESPECIALLY WHEN YOU ARE GIVING A GIFT THAT IS SUPPOSED TO MEAN SOMETHING.

I AGREE WITH NANCY, WE ARE SEEING YOUNG PEOPLE CARE ABOUT THESE STORIES.

PEOPLE CARE ABOUT THESE STORIES.

YES, DOES EVERYONE WANT TO GET THE DISCOUNT ON THE 42 INCH OR 60 INCH WHATEVER THE TV'’S ARE NOW, ABSOLUTELY.

A LOT OF FOLKS WANT TO HAVE SOMETHING THAT IS GOING TO MEAN SOMETHING TO THE PEOPLE.

THAT IS WHAT SMALL BUSINESS IS GOOD FOR.

CRYSTAL: DO YOU THINK THE RISE OF SOCIAL MEDIA AND INFLUENCERS HELP OR HINDER SMALL BUSINESSES?

NANCY: TREMENDOUS HELP.

EVENTS LIKE THE MARKETS HELP TO EXPOSE THEM.

THEY CAN GIVE SAMPLES.

THEY CAN SHOW THEIR PRODUCT.

THAT HELPS WITH THE REST OF THE YEAR WITH THEIR ONLINE PRESENCE AS WELL.

CRYSTAL: WHAT DO YOU THINK?

SOCIAL MEDIA INFLUENCERS HAVE STOREFRONTS THAT THEY ARE PUSHING AND THINGS LIKE THAT.

DOES THAT HELP OR HINDER SMALL BUSINESS OWNERS?

MALIA: I THINK IT HELPS IF IT IS DONE RESPONSIBLY.

SOMETIMES THE LAST THING A SMALL BUSINESS NEEDS IS BEYONCE TO WEAR THEIR SHOES!

IF THEY ARE NOT READY FOR THAT KIND OF CONSUMER RESPONSE.

I THINK IF YOU ARE AN INFLUENCER AND FIND A BRAND AND WANT TO LOVE THEIR BRAND GIVE THE BRAND A HEADS UP AND LET THEM KNOW YOU ARE GOING TO BE PROMOTING THEM.

THEY CAN EXPECT TO SEE AN INCREASE IN THEIR SALES SO THAT THEY CAN SUPPORT THAT.

WHAT WE SEE A LOT IN SMALL BUSINESS WRONG AND MCCI THAT SUPPORT SMALL BUSINESSES IS SOMETIMES GROWTH AND TOO MUCH LOVE CAN BE HARD FOR A SMALL BUSINESS.

DEFINITELY INFLUENCERS CAN HELP.

ALSO, I DO NOT THINK THE ONLY HELP TO SEND CONSUMERS BUT TO AGAIN HAVE THIS STORY WHICH YOU WOULD RATHER HAVE YOUR FRIEND GIVE YOU A FIVE DOLLARS SHARE FROM H&M OR AN EGG DOLLAR PEN -- EIGHT DOLLAR PEN OR SOMETHING FROM AN ARTIST, SOMETHING THAT HAS BEEN MADE WITH LOVE.

THE NARRATIVE OF I WOULD RATHER HAVE SOMETHING THAT IS MADE WITH LOVE IT IS A NARRATIVE THAT WE ALL NEED INFLUENCERS TO BE SHARING.

NOT EVERYONE NEEDS A PRODUCT THIS CHRISTMAS.

SOMEONE CAN PICK UP A BAG AT THE WINTER MARKET.

CRYSTAL: FOLKS WILL SPEND MONEY IF IT HAS A STORY, SUPPORTS THEIR VALUES, THEY WILL SPEND A LITTLE BIT MORE SOMETHING THAT IS HANDCRAFTED?

MALIA: ABSOLUTELY.

ABSOLUTELY.

THE VERY IDEA OF NOT SHOPPING BOX STORES AS PART OF THE ALIGNMENT AS WELL.

WHAT YOU SEE IS IT IS OVER 80% OF GLOBAL CONSUMERS ARE WILLING TO SPEND MORE FOR COMPANIES THAT ALIGN WITH THEIR VALUES.

WHAT DO A MAJORITY OF CONSUMERS CARE ABOUT?

THE ENVIRONMENT.

RIGHT.

THEY CARE ABOUT FAIRNESS, EQUITY.

FOR A LOT OF SMALL BUSINESSES, I THINK IT IS EIGHT OUT OF 10 SMALL BUSINESSES HAVE MODEL EMPLOYEE ONLY.

WHEN YOU-- 1 EMPLOYEE ONLY.

YOU HAVE A CHANCE TO SUPPORT SMALL BUSINESSES THAT ARE REALLY GROWING.

NOT CENTERING PROFITS IN THE SAME WAY.

SMALL BUSINESSES SUPPORT THEIR WORKERS IN GREATER WAYS, THEY KEEP WORKERS FOR LONGER WHEN THEY CAN.

THERE IS A LOT ABOUT THAT STORY OF SMALL BUSINESS THAT FITS INTO THE NARRATIVE THAT A LOT OF PEOPLE WANT TO SEE THEMSELVES AS CONSUMERS.

CRYSTAL: I AM SURE A LOT OF FOLKS WOULD RATHER BUY YOUR GIFT OLIVE OIL THEN SAY SOME NAMEBRAND THEY GET AT STOP & SHOP OR SOMETHING?

NANCY: I HAVE FOUND THE SECRET IS GIVING PEOPLE SAMPLES SO THEY CAN TRY IT.

THEN THEY ARE WILLING TO BUY.

IT IS HARD TO SPEND $30 ON A BOTTLE OF ALL THE OIL, HANDCRAFTED OR OTHERWISE, IF YOU HAVE NOT TRIED IT -- OF ALL O OF OLIVE OIL, HANDCRAFTED OR OTHERWISE IF YOU HAVE NOT TRIED IT.

CRYSTAL: IS THAT CRITICAL TO MAKING YOUR SALES?

NANCY: YES, I OFTEN HAVE MY DAUGHTER HELPING ME, IT IS HELPFUL TO HAVE A SECOND PERSON TO DISCUSS THE OLIVE OIL OUT OF THE PROCESS.

PEOPLE ARE SO INTRIGUED BY ALL OF OIL, -- OILVE OIL.

WE STARTED BECAUSE OF OUR PASSION FOR IT.

THAT IS MAKING IT SPECIAL FOR US.

CRYSTAL: WITH THE HOLIDAY SEASON COMING SOONER AND SOONER, THAT HELPS WITH SALES?

NANCY: TREMENDOUS HELP WITH SALES.

LAST YEAR I SOLD OUT AT THE WINTER FESTIVAL.

A LOT OF PEOPLE ARE BUYING IT FOR THEIR DADS FOR SOME REASON?

SOMETHING ABOUT DADS AND OLIVE OIL THAT THEY JUST LOVE IT.

THEY CAN LEAVE THE MARKET ALSO WITH A NICE GIFT WRAPPED PACKAGE.

MOST OF THE VENDORS HAVE SPECIAL PACKAGING.

IT IS JUST MAKING IT SO MUCH EASIER FOR EVERYBODY AS WELL.

THE OTHER THING IS WE ALSO OFFER THE EXPERIENCE OF WE HAVE THE MEZZANINE WITH MUSIC, A BAR, WE HAVE FIRE PITS AND FOOD TRUCKS, IT IS A WHOLE NICE, LIKE CONTINUATION OF THE THANKSGIVING FEELING AND GOING INTO CHRISTMAS.

YOU CAN SPEND THAT TIME WITH FRIENDS AND FAMILY INSTEAD OF WAITING IN LINE AT A STORE.

CRYSTAL: YOU KNOW, WITH -- IF YOU CANNOT GET TO A STALL AT THE MARKET AND YOU ARE A SMALL BUSINESS OWNER AND YOU WANT TO GENERATE THE TRAFFIC, A LOT OF TIMES YOU ARE REALLY GRINDING WHEN YOU HAVE A SMALL BUSINESS.

WHAT DO YOU ADVISE SMALL BUSINESSES TO DO TO CAPTURE THAT SPIRIT OF THE HOLIDAY RUSH OUT OF THE SALES?

-- AND THE SALES?

MALIA: THERE ARE A LOT OF MARKETS THAT ARE OUT THERE, JUST BECAUSE YOU ARE NOT ABLE TO GET A STALL, IT DOES NOT MEAN YOU CANNOT PARTICIPATE IN IT.

WHEN YOU LOOK AT PLACES LIKE DIFFERENT SQUIRES, YOU SEE WHERE YOU CAN GET YOURSELF, CALL, MAIN STREETS IN BOSTON, WE HAVE A WONDERFUL MAIN STREETS PROGRAM WHICH HELPS SMALL BUSINESSES GET SET UP AND GET ESTABLISHED.

REACH OUT TO THEM.

DO NOT -- I KNOW IT IS A HUSSLE, YOU GET TIRED OF SET UP BUT THERE ARE PLACES, YOU CAN TRY THE NEXT YEAR FOR ONE OF THE MARKETS.

MAYBE YOU CAN PARTNER WITH SOMEONE AND THEY CAN ALSO SELL SOME OF YOUR STUFF AT THEIR STALL IF IT IS A COMPLEMENTARY PRODUCT.

AS I SAID BEFORE, IT IS SO IMPORTANT FOR SMALL BUSINESSES TO GET CREATIVE, STICK TOGETHER, AND IF YOU CANNOT GET INTO A MARKET, IT DOES NOT MEAN YOU CANNOT FIND PLACES WHERE PEOPLE CONGREGATE TO LET THEM KNOW ABOUT YOUR WONDERFUL PRODUCTS.

PLACES LIKE A CAFE, THERE IS A LOT OF SPOTS THAT ARE OPEN TO THIS KIND OF CREATIVITY.

CRYSTAL: TEAMING UP WITH MAY BE LARGER STORES AS WELL IF YOU ARE A SMALL BUSINESS?

MALIA: ABSOLUTELY.

I THINK ONE OF THE THINGS THAT WE JUST THINK ABOUT STORES AS A PLACE FOR PURCHASES, I AM ALSO A BIG BELIEVER IN GOING TO WHERE PEOPLE ARE AT.

THERE IS NOTHING MORE POWERFUL THAN MOM CIRCLES.

DIFFERENT GROUPS OF FOLKS THAT COME TOGETHER TO BE IN SOCIAL AND SOCIETAL -- TO BE TOGETHER IN THOSE TYPES OF WAYS.

I AM A BIG BELIEVER IN MOMMY BLOGS.

REACHING WOMEN, ESPECIALLY WITH SO MANY WOMEN WANTING TO MAKE A DIFFERENCE FOR THEIR CHILDREN.

YOU CAN REACH OUT AND SAY I HAVE THIS GREAT PRODUCT.

I WOULD LOVE TO TELL YOU ABOUT IT.

A LOT OF TIMES CHURCHES AS WELL.

MAYBE DOING SOME TYPE OF AFFAIR.

YOU CAN GET CREATIVE AND FIND, GO TO WHERE YOU THINK YOUR AUDIENCE AND CONSUMERS ARE AT.

THE WORST YOU CAN HEAR IS NO.

IF YOU ARE AN ENTREPRENEUR OR SMALL BUSINESSMAN, THAT WORD MEANS NOTHING!

CRYSTAL: THAT IS TRUE!

THANK YOU SO MUCH FOR YOUR TIME.

I WILL GET MY LIST TOGETHER.

I WILL BE SHOPPING SMALL THIS HOLIDAY SEASON.

MALIA: WE SHOULD GET SOME OLIVE OIL!

CRYSTAL: WE HAVE TO GO DOWN THERE BEFORE IT SELLS OUT!

NANCY: I WILL SEND YOU SOME!

CRYSTAL: WE WILL BE RIGHT BACK HERE TOMORROW.

THANK YOU SO MUCH FOR WATCHING, GOOD NIGHT.

♪ ♪